In an age where there are new acronyms coined every week I don't feel compelled to disseminate all of them. Unless, of course it makes sense. And, having discussed this with a number of other marketers over the last few months or so, the ZMOT ("Zero Moment Of Truth") is a concept which has resonated increasingly.

"Uber Digitals", as Cisco calls them, are the 18% of mobile users who use their mobile devices in-store. This group has doubled in size since Cisco's previous study of retail behaviours last year.

While much has been (and continues to be) written about the all consuming "mobile shopper", three recent articles put that in context and call "platform domination" into question.

The first of these "Mobile Shoppers Favour Retail Sites Over Apps" by Mark Walsh looks to an NPD study which made a topline finding that 75% of Smartphone owners are using their phones as part of the overall shopping experience.